Jurassic Safari goes off-road to success

As part of my BT Storyteller role, I’ll be following a number of Weymouth and Portland businesses through their London 2012 experience. They’ve agreed to share the expectations, achievements and frustrations that come with running a business in a major Olympic venue.

Born and bred in and around the Purbecks, Gary and Carol Fry are in love with the stunning Dorset countryside and coastline. They've converted this passion into a business which allows tourists to explore byways and viewpoints rarely visited by the public.

Powered by a six-seater Land Rover, the tours can range from two to seven hours in duration and cover different parts of the county. "The Purbecks are the most popular," said Gary, speaking of the tour which covers the seaside town of Swanage, sandy Studland Bay and the jagged ruins of Corfe Castle.

So far, in 2011, they've driven around 175 safaris, going off road and through rivers with passengers from babes to several in their 80s. About half are local people and the rest come from across the globe. "Germany, Spain, New Zealand, Indonesia, Russia, Greenland..." says Gary.

Uphill climb for a new business

The inspiration for Jurassic Safari lies 25 years in the past, when Gary's father spotted someone offering Land Rover tours on Exmoor. "We should do that in Dorset," he said.

Brought up on a farm, Gary was always very practical and for a decade he ran a fencing contract business. But in 2009, he was looking for a new direction and decided to turn his father's notion into reality.

It required considerable investment, both financially and in time. Buying and equipping the Land Rover was not cheap and it took months to work through all the practical and legal requirements.

When they finally opened for business, in April 2010, bookings were slow. Everyone who's established a start-up knows those first months can be frustratingly quiet. But Gary and Carol hung on and have been rewarded with a much busier 2011.

The Olympic effect on Jurassic Safari

As with many other local business owners, Gary and Carol are optimistic about the long term prospects for their business following the London 2012 Olympic and Paralympic Games. Images of the Dorset countryside and the Jurassic Coast will be beamed around the world, generating demand to visit this incredible part of England.

Team USA has already enjoyed a recent tour, and their party included Heather Mitts, a US Olympic women's soccer champion. She describes the Dorset coast as "quaint, scenic and peaceful."

The challenge for Gary and Carol is to find ways to keep people interested in safaris during the autumn and winter months. The beauty of the secret places they visit doesn't disappear during these cooler seasons, it simply changes. They're looking forward to introducing more visitors to the hidden treasures to be found on Dorset's byways.